INTERNATIONAL MARKETING Production Adaptation参考.ppt

INTERNATIONAL MARKETING 6e Production Adaptation Production Adaptation Marketing and Materialism Marketing actions are basically undertaken in the belief that more and better goods will bring an increase in consumers’ standards of living, an increase in their satisfaction, and perhaps even more happiness When anticipating customers’ reactions to new products and increased product choices, it is important to note the limits on the causal relationship between material affluence and personal happiness The psychologically effective impact of risking income is that of the relative income, not the absolute income Defining International Product The difference between domestic and international product = the difference between physical and total product Total Product : The Core Product The Tangible Product The Augmented Product Product Variables (components) The Core Product a product or services that is essentially the same as that of competitors The Tangible Product a product or service that is differentiated composition, origin, or tangible features from competing products The Augmented Product a product or service which is serviced after the sale and carries a warrantee from the producer, producing a continuing relationship with the seller. Product Variables Standardization versus Adaptation The fundamental international product decision after the decision to internationalize. International market approach alternatives to adaptation Sell the product as it is internationally. Modify product for different countries or regions. Design new products for foreign markets. Incorporate all differences into one product and introduce it globally. Factors Encouraging Standardization Economies of scale in production Economies in product RD Economies in marketing “Shrinking” of the world marketplace and increasing economic integration Global competition Global market (taste) Global advertisement (MTV) Factors Encouraging Adaptation Differing use conditions Government and re